YouTube is going to launch VOD-style movie rentals on TVs and connected devices later this year. The Google-owned (s GOOG) video service will add a premium component to its TV application on various Smart TV platforms, according to an announcement by YouTube hardware partner TPVision.
The company, which is better known for its Philips-branded TV sets, said that it will be offering YouTube rentals in “select European countries” later this year. TPVision also said that “Philips Smart TV will be among the first TV platforms” to offer access to these rentals.
A YouTube representative wasn’t available to share any additional details with our readers. YouTube added rentals to its Google TV app earlier this summer, but hasn’t made VOD available on any other TV platform before. YouTube movie rentals on Google TV have also been limited to the U.S. market.
An expansion of YouTube’s VOD offerings to other connected devices could lead to YouTube competing more squarely with other VOD services like VUDU, (s WMT) Amazon (s AMZN) Instant or Blockbuster. It could also lead to more engagement with YouTube’s ad-supported content, which already includes feature-length movies and an increasing number of professionally-produced shows.